DinarStandard Associate Reem El Shefaki presents the Global Muslim Lifestyle Tourism Market 2012: Landscape & Consumer Needs Study at travel industry's leading global conference, the ITB Berlin 2013
Global Muslim Lifestyle Tourism Market 2012: Landscape & Consumer Needs Study
1. Global Muslim Travel
A $126 billion Market!
Presented By:
Reem El Shafaki
Senior Associate
March 8th, 2013
ITB Berlin
2. Table of Contents
1 Muslim Lifestyle Travel Market Sizing
2 Travel Habits of Muslim Tourists
3 What Some Destinations are Doing
4 What you can do to attract more Muslim Travelers
2
3. First-ever Global Study on the Muslim Travel
Market Landscape
Objective: Enable industry to evaluate the
potential & opportunities & develop key
engagement frameworks for market strategy
Approach: Market sizing, Primary survey,
Interviews, Case Studies &
Recommendations
Joint report by : DinarStandard & Crescentrating
Global Muslim Travel Market 3
4. Muslim Lifestyle Travel Market Sizing
12 uris
.3 m
to
% m
of ar
glo ke
ba t
l
Growth rate: 4.8% through 2020, compared to global average of 3.8%
Expected to reach 14% of global travel market in 2020
Global Muslim Travel Market 4
7. Regional Breakdown of Global Muslim Travelers
Share of Outbound Tourism Expenditure
Global Muslim Travel Market 7
8. Top Muslim Tourism Destination Countries
Kuala Lumpur, Malaysia
Global Muslim Travel Market 8
9. Table of Contents
1 Muslim Lifestyle Travel Market Sizing
2 Travel Habits of Muslim Tourists
3 What Some Destinations are Doing
4 What you can do to attract more Muslim Travelers
9
10. Muslim Needs
Halal food services
Need to have Salaath (Prayer) facilities
Water usage friendly washrooms
Good to have
Ramadhan (fasting) services & facilities
No non-Halal activities
Nice to have
Recreation facilities and services
Global Muslim Travel Market
11. Leisure Tourism Survey
922 respondents
•50% of the respondents live
in Asia
•22% in MENA
•15% Americas
•11% Europe/Central Asia
•2% in Sub-Saharan Africa
Global Muslim Travel Market 11
12. Question:
When is the last time
you traveled for a
leisure vacation?
Global Muslim Travel Market 12
13. Question:
Overall, which of the
following are important
to you when travelling
for leisure?
Global Muslim Travel Market 13
14. Question:
Who did you travel
with on your last
leisure trip?
(Select all that apply)
Global Muslim Travel Market 14
15. Question:
How did you purchase
your travel services on
your last leisure trip?
(Select all that apply)
Global Muslim Travel Market 15
16. Table of Contents
1 Muslim Lifestyle Travel Market Sizing
2 Travel Habits of Muslim Tourists
3 What Some Destinations are Doing
4 What you can do to attract more Muslim Travelers
16
23. Hong Kong view for Muslim visitors to
China
Global Muslim Travel Market
24. Table of Contents
1 Muslim Lifestyle Travel Market Sizing
2 Travel Habits of Muslim Tourists
3 What Some Destinations are Doing
4 What you can do to attract more Muslim Travelers
24
25. Steps to Develop a “Muslim”
Market Strategy
Global Muslim Travel Market 25
27. Muslim Travel is
booming!
What are you doing to
grab a share of this
market?
Global Muslim Travel Market 27
28. Thank You
Purchase Full Study at:
http://advisory.dinarstandard.com/travelstudy
Speaker contact:
reem.elshafaki@dinarstandard.com
Media Coverage:
Global Muslim Travel Market 28
Notes de l'éditeur
Market Sizing: Determine whether there is a sizable Muslim market or market potential arriving at your destination. Are you among the top 50 destinations? What are your key source markets. For example some US states such as Montana, Wyoming, Idaho don’t get many Muslim visitors, so there’s no sense in developing a strategy for Muslim travelers. Whereas if you are listed as #20 in the list of countries visited by Muslims, as in the case of Germany, I would definitely have a strategy, whether you are a hotel, resort, tour operator, destination or airline. Key Themes: Halal food Prayer facilitation Gender nuances Family orientation Levels of Customization: next slide Marketing Strategy: - Determine your positioning: what unique Muslim values are you catering to, what are you offering that makes you stand out among your competitors who are not catering to Muslims the way you are.
You can offer no customization which is the case of most North American and European hotels and you will be rewarded with low impact. The Muslim travel segment is undoubtedly extremely attractive for countries and service providers. But they need to think carefully about how they brand themselves to appeal to Muslim sensibilities. And these branding claims need to be meticulously and substantively supported by the services and experiences available once the tourists arrive. From luxury to roughing it, historical sites to mosques to spas, the branding opportunities are vast. And at $126bn, the rewards are vast, too. And while adapting hotels to some Muslim requirements such as installing separate swimming pools or prayer rooms could be cost-prohibitive for most operators, she pointed out that hoteliers could take small steps to meet some needs of these guests. “A great gesture by hotel management would be to replace the alcohol in the room mini-fridges when they know the guest is Muslim,” El Shafaki suggested. “And if they don’t serve halal food, the staff should be able to tell guests where the nearest halal restaurant is located. “Staff should also know where the nearest mosque is, the direction of Makkah and when local prayer times are. I have suggested to hoteliers that they could prepare a ‘Muslim kit’ with this information, which housekeeping could provide.” Nice to Have: Facilities and services with Alcohol free environments Swimming pools, Gyms and beaches which allow privacy for females/families Spas and wellness services catering separately to males and females Example of product extension: At least one U.S. hotel chain has taken notice. Marriott International offers Muslim-friendly services at its high-end Ritz-Carlton brand. The Ritz-Carlton Dallas boasts Arabic-language TV stations and newspapers on an in-room iPad, Quran and prayer carpets, Middle Eastern culinary favorites and other such features, while two of the brand’s properties in Washington D.C., offer these amenities, plus halal food, special menus and bidets.